As POPSUGAR editors, we independently select and write about stuff we love and think you'll like too. If you buy a product we have recommended, we may receive affiliate commission, which in turn supports our work.
- Rosie Huntington-Whiteley launched a makeup and skin-care line, Rose Inc.
- The collection includes blush, concealer, facial toner, and more.
- The products are 100-percent vegan, cruelty-free, and non-comedogenic.
There are a few things that set Rosie Huntington-Whiteley's new makeup and skin-care collection, Rose Inc., apart from other celebrity beauty lines. Most noticeably, she's not the face you see all over the Rose Inc. site or Instagram feed — instead there are close-up images of athletes, CEOs, indie actresses, and writers wearing the minimalist blushes, lipsticks, and brow gels.
"I didn't want it to be about me and my name," the supermodel, actress, and now, founder previously told The Zoe Report. "I wanted it to be a product driven brand built on community. It's so much more meaningful to me — it's a significant representation of my entire career in a way that's beyond my face."
She also comes to the table with over 20 years of beauty industry chops. Beyond getting dolled up by some of the industry's most elite makeup artists, Huntington-Whiteley was the ambassador for Hourglass Cosmetics and Resorè towels (an antibacterial beauty towelette), she partnered with Filipino-owned brand Sunnies Face to launch limited-edition lip and cheek kits, and had a collection of makeup and lingerie with Marks & Spencer.
Huntington-Whiteley is also no stranger to creating content in the beauty space. She hosted a Quibi series where she interviewed beauty big shots like Huda Kattan, and before Rose Inc. developed into a line of product, the website was Huntington-Whiteley's outlet for publishing interviews with women in the beauty space, makeup and skin-care tutorials, product reviews, and ingredient explainers.
But perhaps what is most significant about Rose Inc. is that the formulations of each item in the 10-piece collection are backed by science. Huntington-Whiteley partnered with Amyris, a biotech and science firm that has been instrumental in clean beauty, as well as CEO Caroline Hadfield, who launched clean beauty brands Biossance and Pipette.
The 100-percent vegan, cruelty-free, and non-comedogenic (hooray for sensitive or acne-prone skin) line focuses on plant-based ingredients that are clinically tested (think: vegan, sustainable squalane and vitamin E from 100-percent non-GMO sunflower seeds) and synthetic ingredients that have met rigorous standards. Not to mention the packaging itself; you'll see refillable compacts, boxes printed with soy-based ink, and recyclable glass bottles, along with carbon-neutral shipping.
Keep reading to find out which products from Rose Inc.'s first Modern Essentials collection we found the most impressive.